Out of Home sustains growth through 2023’s market hurdles

AUCKLAND, Today: Out of Home maintained its growth trajectory, with the Out of Home Media Association Aotearoa announcing that their members’ 2023 revenue was up 9.4% year-on-year. Total revenue rose to $ 179m.

Digital Out of Home share of revenue continued to grow, up from 72% in 2022 to 76.3% in 2023.

DOOH’s total revenue in 2023 reached $ 137m, equating to a 15.5% increase YOY. Programmatic Digital Out of Home (pDOOH) also steadily increased its share in 2023.

OOHMAA began recording pDOOH revenue in Q2 2022, when it accounted for 2.6% of DOOH revenue.

OOHMAA ceo Natasha O’Connor said: “By the end of 2023, that share had significantly increased, to an annual share of 9.3%, demonstrating the potential advertisers see in this channel.  

“There are many contributing factors to the successful performance of Out of Home in 2023. The evolving media landscape plays a role; however, the driving force behind Out of Home’s performance results should be attributed to the ongoing work by OOHMAA members.

“The driving force behind the performance results should be attributed to the ongoing work by OOHMAA members.”

“Their collective efforts to unite and build a strong industry focused on delivering a world-class portfolio, deeper audience insights, developing standards, investing in education, research, and continued investment in technology and innovation within the channel is why Out of Home is performing so well.

“Marketers realising that overemphasis on performance marketing is short-sighted are adopting a balanced approach, including brand marketing, which aligns with Out of Home’s strength in building brands.

“Being the last true mass marketing medium with the ability to connect with any audience, anywhere and at any time, with an impactful real-world presence, teamed with the channel’s ability to measure campaigns’ effectiveness and compare them with other channels to align channels’ performance you’ve got a compounding reason for the continuing growth of Out of Home.”

About OOHMAA
OOHMAA (previously OMANZ) is a not-for-profit, professional, cohesive industry body representing key Out of Home Media display companies who collectively contribute approx. 90% of total out of home advertising industry revenue.

OOHMAA’s key focus is to educate and raise awareness of Out of Home media’s role within the community, build and sustain relations with its key stakeholders, develop best practice industry standards and provide services to its members.

OOHMAA is governed by a board of directors who are all committed and passionate about raising the profile of the Out of Home industry in the New Zealand market.

Members of OOHMAA adhere to a Code of Practice and abide by the regulatory frameworks in which they operate. OOHMAA media display members: Ad-Vantage Media, Bekon Media, GO Media, JCDecaux, JOLT, HYPER, LUMO, MediaWorks, Media5, oOh! Media and VAST.